<brandbookv1>

2015-2016 Rooted School. All rights reserved.

“People used to ask me what do you want to be

when you get older and I would say what a stupid

question – the real question is what am I right now.”

Jaden Smith

<CONTENTS>

4 prelude

6 logo

7 colors

9 typography

10 voice

11 use cases

Photo Credit: Harlin Miller

<PRELUDE> rootedschool (referred to throughout as “Rooted”) is an open-enrollment high school that helps students discover their why, while filling critical workforce demands in the Greater New Orleans area. Thank you for reviewing our brandbook. We’re grateful. Our brand is essential to the rooted school experience: for students, staff, and supporters. The focus of our identity is bold and youthful simplicity. We created this document to help communicate our branding guidelines to partners seeking to support Rooted through the promotion of our work. We need to ensure that our brand maintains a consistent look and feel no matter where in the world it’s seen. This requires strict dedication to standards. Brandbookv1 was designed to keep our brand accessible, focused and unique. Let’s get it, Jonathan

4

“Learn how to become a creator of technology and not just a consumer.” Kimberly Bryant

<LOGO USAGE>

Our logo is the cornerstone of our brand and one of our most valuable assets. We must ensure proper usage.

The preferred way to use the rooted logo is over a white/light background or on rooted school green. Every attempt must be made to do this. If the logo must be placed on a dark background or color options are limited then the rooted school logo can be knocked out and used in one color. Please respect the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clear space.

6

“When you begin to worry about what the establishment thinks, It’s probably that you’ve become a part of it.” Sean Parker

Accent Blue

<COLOR SWATCH>

Rooted Green is not just any green – it’s confident but not pretentious. Meek, yet sophisticated.

Work hard to use our green and not a poser. Say no to Kelly, Forest, Lime, Spearmint, Seafoam, Money (except for the cash variety), Apple, Olive, or Army. Just Rooted.

Rooted Green

Background Gray

HEX 118 23 65

RGB 129 167 128

HTML #81A780

CMYK 53 20 59 1

HEX 0 0 93

RGB 236 236 236

HTML #ECECEC

CMYK 6 4 5 0 8

HEX 207 50 92

RGB 118 182 234

HTML #76B6EA

CMYK 50 16 0 0

“If we do not share our stories and shine a light on inequities,

things will not change.”

Ellen Pao

<TYPOGRAPHY>

Today, we type more than any other form of communication. Therefore, each letter carries the mission, vision, and ideals of Rooted.

We chose the “Klavika” font family for specific reasons. Namely, it’s the official typeface of Facebook, which is the technological equivalent of the “telephone” of our generation. Two, the font family contains a variety of options to support diverse use cases both print and online. For plain text communications, we default to Arial plain. All fonts are available on Google Drive. *taken from “Charged Up” by Drake

You think you bout to starve us?* Klavika Bold Bold

For headers.

You think you bout to starve us? KlavikaRegular-OSF

For paragraphs.

You think you bout to starve us? KlavikaLight-OSF

Optionally for paragraphs.

You think you bout to starve us? KlavikaLight-ItalicOSF

For captions and subtitles.

10

“I’ll never let nobody disrespect my city and everything that we stand for.” Drake

<VOICE>

Before students learn our curriculum, before funders notice our impact, and before partners share our goals, they build an impression of Rooted.

We’re paving an unpaved road to rethink education as we know it. To do so, we pay respect to our elders while challenging status quo. Each human interaction, both verbal and written, possesses the potential to lay the next brick in the wall of Rooted’s mission. Each communication must challenge skepticism through asking, “why not?”

12

minimalist

utilitarian

pragmatic bold

sharp

accessible

confident

intelligent defiant

humble

Each statement should work hard towards coming across as…

helpful energetic

empathetic

forward-thinking

witty

Every email and presentation should seek to reference…

Drake Jaden Smith

Sean Parker

Serena Williams

Malcolm Gladwell

Muhammad Ali

Sheryl Sandberg Seth Godin

Steve Jobs

Our Themes

cage-busting

hyper-local

community

job skills

experiential

next-gen

autonomy

independence down-to-earth

fun

Danny Meyer

<USE CASES>

Until our brand becomes a household name, we have to rely on each interaction with potential families, funders, and supporters.

There’s sending emails, then there’s sending emails the Rooted way. There’s giving presentations, then there’s giving presentations the Rooted way. There’s doing social media, then there’s doing social media the Rooted way. Until people can walk through the doors of our campus and feel the Rooted Experience, presentations will be another way to help communicate what makes Rooted unique. Find the Rooted Inspirations doc in Google Drive.

13

Email Signatures Best, Jonathan jonathan m. johnson founder/ceo | rootedschool w. rootedschool.org t. @rootedschool c. 5042086571 good noise: NPR | Fast Company | Forbes “Did you hear about the rose that grew from a crack in the concrete? – Tupac Shakur

down-­‐to-­‐earth  

empowering  

minimalist  

Presentations

Start and end presentations with quotes, song lyrics, or book passages on the Rooted inspiration list.

Blog posts

blog posts should aim to be singular, nuanced thoughts that push thinking forward.

Interviews

Make reference to key people and statements they make alongside talking points from the Rooted sound bites document.

Social Media

Tweet quotes from the Rooted Inspirations doc alongside relevant news stories and blog posts, and Rooted School updates.

“Work toward a world where expectations are not set by stereotypes…but by our passion, talents, and interests.” Sheryl Sandberg

<brandbookv1>

2015-2016 Rooted School. All rights reserved.